PRSA Storytellers: Communicating From the Pandemic’s Front Lines

A Matter of Life and Death

This webinar is not currently available. Email the Professional Development Department to inquire about future availability of this program.

Categories: Communication Strategy, Ethics

The pandemic is unlike any other crisis—never more evident than for those responsible for public relations and marketing in health care. While highly versed in crisis communications, this time it’s different. Rather than dealing with a singular issue, the pandemic is pervasive to people across the globe: 24/7 twists and turns make it intense and excruciating with never-ending demands, ethical dilemmas, constantly changing content and unending expectations requiring undivided attention to reach every single market segment with no end in sight. These professionals are laser focused in critical support of health care heroes doing the sacred work of caring for communities, patients and loved ones. Organizations and communities also depend on them for clear, transparent, unbridled and moment-to-moment external communications in the face of fear and uncertainty. Their ever-evolving lessons learned are applicable to every professional no matter the sector.

Leading the seminar are highly recognized national leaders in both health care and pandemic marketing and communications. Dr. Rhoda Weiss, APR, Fellow PRSA, chair and founder of AMA Executive Summit and, leads large national and regional education and campaigns on the pandemic. Ramon Soto is the top marketing executive for New York’s Northwell Health, which diagnosed 50,000 COVID-19 patients and treated 15,000 in its facilities—largest number for any health system of its size.

Hosted by the PRSA Board of Ethics and Professional Standards


Dr. Rhoda Weiss, Ph.D., APR, Fellow PRSA, president, Rhoda Weiss & Associates

Photo of Dr. Rhoda Weiss, Ph.D., APR, Fellow PRSA

Dr. Rhoda Weiss has traveled 6 million miles speaking and consulting in marketing, branding, strategy, and public relations. For a decade she’s led 75 Executive Summit leaders from the nation’s largest health systems and since March organizes twice weekly calls where leaders share challenges and solutions and hundreds of best practices. She convenes six Los Angeles health systems to address a silent pandemic, those not seeking needed care, often resulting in serious consequences. Each system contributed scores of media assets for comprehensive campaign that encourages people to put their health first and get care when needed. PRSA past national chair and recipient of its Gold Anvil, Health Academy Lifetime Achievement and Educators Academy Ferguson awards and Los Angeles Professional of the Year, Rhoda is Becker’s Healthcare C-Suite conference co-chair and UCLA Extension Distinguished Faculty honoree. Kellogg Foundation Fellow, she chaired AHA Society for Healthcare Strategy & Market Development (Professional Excellence recipient) and Women in Health Administration (Women of the Year) and received U.S. Air Force Distinguished Public Service Medal, its highest civilian honor.

Ramon Soto, senior vice president and chief marketing and communications officer, Northwell Health

Photo of Ramon Soto


Participants with the APR credential earn 0.5 CEUs for a webinar. Learn more about Accreditation renewal.